MIDLAND, Mich. — June 22, 2016 — Jim Krueger, co-founder and managing director of the International Antimicrobial Council (IAC) will be part of an expert panel offered at Texworld USA at the Javits Center in New York City on July 13 at 3:00 p.m. The panel discussion will explore the important roles accurate lab testing and independent certification can play in protecting global brand equity in today’s complex textile market. The IAC panel is part of the Texworld USA Industry Boot Camp education program offered free of charge to registered trade show attendees. Texworld USA runs July 12-14.

“Accurate, science-based lab testing is absolutely critical to understanding if a product will perform as advertised,” said Krueger. “Marketing a product that fails to meet a consumer’s expectations can be disastrous for a brand’s reputation, especially given today’s review-centric social media reality.”

The IAC is committed to improving the consistency and reproducibility of antimicrobial test results to assist brands and retailers with effective product development. The IAC Certified Lab Program trains lab personnel to select the most appropriate standards and test methods for particular antimicrobial and substrate applications. The IAC also instructs technicians in uniform testing techniques and reporting protocol in compliance with industry and international standards. By encouraging better test method consistency within and across laboratories, the IAC intends to increase the confidence that brands, retailers, and, ultimately, consumers have in antimicrobial and odor control technologies.

“Brand equity is an incredibly valuable asset,” Krueger continued. “Companies need to select the right labs that understand the correct science to accurately quantify product performance. That should be a fundamental component of any responsible brand owner’s quality control strategy. Brands these days simply cannot risk assuming their products will perform as designed. They need to know for sure.”